Client Confidential 1 Satisfaction Insight Review

Segment Analysis: Social MediaComparison of NPR “Fans” to other visitors

Visitors who interact with NPR on Facebook or Twitter are more engaged with NPR’s other offerings, and more likely to recommend

NPR.org to their friends and family.

More likely to be on the site because of a link from another site or search engine

Less likely to be on the site because of something they heard on the radio

More likely to have interacted with NPR’s blog during their site visit

In the last 30 days they are more likely to have used:• NPR podcasts• NPR Newsletter• NPR News iPhone App• NPR site for mobile devices

Slightly more likely to accomplish their goal in visiting the site

Slightly less likely to have listened to audio

More likely to be female

Younger (<35)

Follows NPR on Facebook/Twitter

Does not Follow NPR on Facebook/Twitter

13% 4%

20% 26%

26% 12%

50% 32%15% 8%15% 7%9% 3%

96% 94%

46% 48%

63% 49%

49% 21%

Visitors who follow NPR on Facebook/Twitter are: